FATE V FUTURE

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FUTUREBOARD

🔼 IHG. The giant hotels firm —owners of the Intercontinental and Holiday Inn brands— posted revenues of US$3b in 2022, up 34% year on year »» 

🔽 Gas consumption in the EU. It dropped 20%, which is more than expected »» 

💬 “Plenty of DJs and artists have blown up overnight before, but this felt different.” Get to know the unique formula at play behind the rise and rise of Fred again.. »» 

🛩️ The Peninsula’s arrival in London is a major event that will have a profound impact on the city’s hospitality scene »»

👗 5 things to know about Daniel Lee’s AW23 debut show for Burberry »»

💎 Check out Christie’s Contemporary New York sales. They start next month and include works from Yayoi Kusama, Jeff Koons, and Fernando Botero »»

QUICKFATES

Supreme moved into a cult LA location: the old Tower Records on Sunset Blvd »»

The market for NFTs has gotten smaller. But it hasn't died »»

Uber’s introducing a new feature in Canada: riders and drivers will be able to record (encrypted) audio of their trips »»

Your jobs are safe from ChatGPT, for now »»

But some voice actors are training the AI that will replace them »»

China’s guotie and Malaysia’s roti canai have been rated the top two street foods in the world »»

How one woman turned a part-time side hustle into a gifting firm making over US$3m/year »» 🔐 

Florida’s climate exodus has begun »»

That four-day workweek pilot in the UK was so successful, most firms aren’t going back »»

How China’s population decline will impact doing business in the country »»

A new jewelry brand called Ouie considers the aesthetics of functionality »»

Some common American food additives are banned in Europe: one expert says what Americans eat is “almost certainly” making them sick »»

This 'Lost City' in Cambodia is as mesmerizing as Angkor Wat—with none of the crowds »»

Wilson unveiled a 3D-printed basketball—that doesn’t need any air »»

Who is Bao Fan, China's star banker who has gone missing? »»

80s superstars Guns N’ Roses announced a 2023 world tour »»

Always call before booking a hotel online »»

The 7 most cringe home decor trends, according to TikTok and YouTube »»

Miu Miu's US$695 deconstructed New Balances are back »»

A new kind of bug spells trouble for iOS and macOS. “The vulnerabilities break Apple’s security model at a fundamental level” »» The newsletter's writer owns shares of Apple

DEEPFATE 🧠 RIHANNA’S GENIUS

Many of Rihanna’s Super Bowl halftime show backup dancers have meaningful TikTok followings themselves. There’s a powerfully simple lesson in there for any business

RIHANNA’S SUPER BOWL halftime performance is being universally lauded as a commercial success.

• The self-made billionaire superstar took the NFL’s unpaid gig, and spun it into gold.

• Her beauty brand, Fenty, launched limited edition NFL products before the big game and put up IRL retail popups selling more products and football-related merch.

• During the show, Rihanna paused her performance to apply more Fenty powder.

• Afterwards, Fenty’s official social channels —not to mention publications like Variety and WWD— outlined every makeup product she wore, while her fashion brand Savage x Fenty sent a text touting the show looks to its list.

IT WAS ALSO a marketing triumph.

• LinkedIn users Justin Nguyen and Angela Mason pointed out that many of Rih’s backup dancers were actually serious TikTok stars, with tens of thousands of followers each.

• While it is standard for casting directors to inquire about an auditioning performer’s social media stats, what’s less standard is what Rhianna’s team did for their backup dancers: letting them keep their show costumes and presumably encouraging them to post about the experience, at length.

• This move alone amplified the impact of the performance, itself viewed by over 100m people in the US alone, exponentially.

IN CASE YOU missed it, TikTok is having a serious effect on businesses large and small.

• Heard of Frankenson’s restaurant in Vegas?

• Last month, the family-owned restaurant was dead empty and in danger of closing before an employee there reached out to TikTok food reviewer Keith Lee, in the hopes that he would stop by for a meal.

• The restaurant worker “explained that business was very slow, and they were also struggling to pay rent.”

• “Lee accepted the invite, and instead of receiving” a free meal or cash, “(another influencer gave the restaurant a $2,600 quote), he spent $86.73 on several menu items.”

WHAT HAPPENED NEXT has been called “the beauty of social media.”

• Lee’s “praise-filled taste test” received tens of millions of views on TikTok,” making “people across the country eager to get their hands on Frankensons' peach chutney wings, garlic knots, Italian sub, and more.”

• Frankensons’ business boomed.

• “ ‘Our phone never stopped ringing. I’ve sold more lemon pepper wings in the last two days than I have in the past four months. I made more garlic knots yesterday and the day before than I’ve ever made,’ “ the owner said.

• "All I can say is thank you. This has been life-changing," he added.

YOUR BUSINESS CAN learn from all this, believe it or not.

• Your customers, colleagues, and employees increasingly hold the chance to make or break your product or service, in the palms of their hands—literally.

• Remember: TikTok is an entertainment platform more than it is a social media channel.

• By now, everyone knows you don’t watch TikToks from people you know.

• Instead, the algorithm serves up countless video after video that it thinks knows you’ll like.

• This has led to a curiously human phenomenon. Increasingly, “TikTok is a place where many come to feel ‘seen.’ ”

• I’ve written about the wild sociological experiment we’re all in right now, the end of mainstream popular culture, as all of our info and entertainment gets splintered into narrower and narrower personalized streams.

• Maybe, just maybe, businesses can use that to their advantage.

AS AN EXERCISE, list out the niches or subgroups (ie., musical theatre lovers, Microsoft Excel fanatics, sneakerheads) that you can realistically attach your business to.

• Think about it.

• Do your customers/employees typically wear sneakers? Then highlight the rarest (or most dubious) pairs that come through your doors!

• If your employees listen to music as they work, highlight the quirkiest playlists in their headphones.

• If your accounting clerk is an Excel wizard, highlight their genius with 7 seconds how tos.

• The idea is to connect your business, in a real and authentic way, to these energetic lifestyle/interest niches.

• Businesses have long been advised to niche down to scale up.

• The same theory can be applied to a business's TikTok strategy.

• Entertain your niches consistently.

• Rihanna’s backup performers impressed their dance-savvy followers with rehearsal stories.

• Channel that niche energy, and what worked for Rhianna might work for you too.

More

Angela Mason and Justin Nguyen’s LinkedIn posts »»

3 Things Marketers Can Learn From Rihanna's Super Bowl Strategy »»

A TikToker's Restaurant Review Was 'Life-Changing' For One Vegas Eatery »»

How to use TikTok to promote your business »»

Written by Jon Kallus. Any feedback? Simply reply.